Shaista Jaffer: Leading with Vision and Innovation at Vision by Elva

Please share a brief introduction about yourself and your business

Hi everyone, I'm Shaista! I'm a Finance PhD student with an entrepreneur's heart. I blend the analytical rigor from my academic world with a deep passion for building impactful businesses.
I'm the founder of Vision by Elva, an educational platform on a mission to demystify Artificial Intelligence for fellow entrepreneurs. I believe AI shouldn't be an intimidating buzzword reserved for tech giants; it should be a practical, powerful tool for all of us.
Vision by Elva provides clear, actionable education to help founders leverage AI to launch, market, and scale their dream businesses.

‍

Who are your customers?

My customers are the ambitious go-getters: aspiring entrepreneurs, early-stage founders, and small business owners who are brilliant at what they do but may feel a bit overwhelmed by the tech side of things. They are coaches, consultants, e-commerce store owners, and creators who are ready to innovate and build smarter, but need a trusted guide to help them integrate powerful tools like AI into their strategy. Some customers are even young innovators still in high school!

‍

What was your background prior to starting your own business?

My journey has been a unique blend of two worlds! On one hand, I'm deep in the academic world as a Finance PhD student, where I live and breathe data, strategy, and financial modeling. On the other hand, I grew up with a front-row seat to entrepreneurship through my family's businesses (East-African Indian catering, Import-Export from Tanzania, used-car dealerships, wholesalers for the automotive industry, and more!), gaining priceless, hands-on experience. This dual background gave me the perfect foundation to launch Vision by Elva, allowing me to bridge the gap between high-level theory and real-world business application.

‍

What made you take the leap to start your own business?

The leap came from seeing a clear and frustrating disconnect. In my studies, I saw the incredible, game-changing potential of AI. But in conversations with fellow entrepreneurs, I heard how exclusive and confusing the topic felt. The potential was massive, but the conversation was leaving too many people behind. I felt a pull to be the bridge. I didn't just want to start a business; I wanted to start a movement to empower founders with the knowledge they need to compete and thrive in the future.

‍

Did you always know you wanted to be an entrepreneur?

I think the "entrepreneurial spirit" was always there, even if I didn't always call it that! I've always been a problem-solver and a builder at heart—someone who sees an opportunity or a gap and immediately starts thinking, "How could we make this better?" The drive to create value and turn ideas into reality has been a constant thread throughout my life. The official title of "entrepreneur" came later, but the mindset has been with me for as long as I can remember.

‍

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

My biggest challenge is a classic one: time and focus. Juggling a demanding PhD program while launching a business is a masterclass in prioritization! In the beginning, I wanted to do everything all at once. The biggest lesson I've learned is the immense power of "no" and the importance of focusing on the one or two activities that will truly move the needle today. It’s taught me to be ruthless with my schedule and crystal clear on my goals.

‍

What accomplishment are the most proud of to date in your business?

Honestly, my proudest accomplishment so far was getting that first message from someone after they read one of my posts, saying, "Wow, I finally get it! You made AI feel so approachable." That single piece of feedback was everything. It validated my entire mission and proved that there's a real need for this. Making a complex topic feel simple and empowering for someone else is the whole reason I started this.

‍

Do you have any recent wins from the last year that you'd like to celebrate with our community?

My biggest recent win is definitely joining this community and getting to connect with all of you! On a more tactical level, I recently launched my first official bootcamp, tailored for high-school students, and seeing people immediately sending me DMs and interacting with my posts has been incredibly rewarding and energizing. It's a small win, but it feels like the start of building a real, engaged network.

‍

What's next for your business? What can we expect to see over the next few years?

The next chapter for Vision by Elva is all about scaling the impact. In the near term, I'm focused on creating a library of high-value free resources and building a strong community. Looking ahead over the next few years, I plan to launch targeted workshops and a signature course on AI for entrepreneurs. My long-term vision includes developing B2B partnerships with other coaches and consultants to bring these AI strategies to an even wider audience. The goal is to become the go-to resource for any founder looking to build a smarter business.

‍

What is your top productivity tip?

Time blocking is my non-negotiable. As someone juggling a PhD and a new business, I live by my calendar. I schedule deep work blocks for specific tasks (e.g., "Write AI content" or "PhD research"), which keeps me from context-switching.
My second tip is to identify your "One Big Thing" for the day. Instead of getting overwhelmed by a huge to-do list, I ask, "What is the one thing that, if I get it done, will make today a success?" and I tackle that first.

‍

On the flip side, how do you avoid burnout?

I treat rest as a strategic necessity, not a luxury. The key for me is "scheduled disconnects." I literally block out time in my calendar for walks without my phone, reading a novel, or having dinner with family where business-talk is off-limits. It's not about finding time; it's about making time. This ensures my brain gets a real break, allowing me to come back to work feeling refreshed and creative.

‍

What is your approach to work-life balance / integration?

I lean more towards "work-life integration" with very firm boundaries. Given my dual roles as a student and founder, a perfect 50/50 balance isn't realistic right now. Instead, I practice ruthless compartmentalization. When I'm in a "PhD block," I'm 100% a student. When I'm in a "Vision by Elva block," I'm 100% a founder. This allows me to be fully present and effective in each role without the guilt of neglecting the other.

‍

What is one thing you wish you had known when you started your Entreprenista journey?

I wish I had fully embraced the "progress over perfection" mindset from day one. Coming from an academic background, I have a tendency to want everything polished before it sees the light of day. But in entrepreneurship, momentum is everything. Getting your idea out there, even when it's not perfect, allows you to get crucial feedback and learn so much faster than if you try to build in a vacuum.

‍

What's the one app on your phone you absolutely cannot live without and why?

LinkedIn, hands down. For me, it's more than just a professional networking tool; it's a daily source of inspiration. Seeing other founders and professionals share their wins, launch new projects, and overcome challenges is incredibly motivating. It keeps me connected to the broader business community and reminds me that we're all on this journey of growth together.

‍

What is your favorite business tool or solution and why?

Without a doubt, it's Google AI Studio. It is the most powerful and intuitive AI I've ever used. I joke that it's my 'other co-founder,' but it's not far from the truth!
It's the engine that helps me do everything—from brainstorming marketing strategies and outlining educational content to exploring complex financial scenarios. It’s an incredibly versatile partner that helps me execute faster and more creatively, which is invaluable for a startup like Vision by Elva.

‍

What advice do you have for aspiring Entreprenistas?

First, solve a problem you genuinely care about. Your passion will be the fuel that gets you through the inevitable tough days.
Second, you don't have to do it alone. Surround yourself with a community of peers (like this one!) who understand the journey. Ask for help, share your wins, and learn from others.
Finally, just start. Don't wait for the perfect plan or the perfect moment. Start small, start messy, but start building momentum today.

‍

Learn more about the Entreprenista League and join today

‍